engleski

Rethinking the Relationship between Medicine and Media: Two Examples from Croatia

The communication between medicine and media is an important component within the complex process of changes in postcommunist transition countries. It reflects not only organizational and legislative state of the society but its cultural adaptability and character. In that respect media communication could be a tool used for shifting the existing attitudes to new circumstances suggesting, an innovative evaluation of physician's responsibility. In this paper I argue that adapting to the changing environment towards democratic society necessitates more effective communication and improvement of all components of communication process: medicine, media, and the public sphere. Existing communication strategies in Croatia were recognized as inefficient and proved damaging for the health care system and society in general. As a demonstration two representative models were analyzed in this paper: the case of deaths related to Baxter dialyzers, and the case of pediatric cardiac surgery at the Zagreb University Hospital Center. The cases illustrate the lack of communication within the medical profession, and with the executive government and public. The future concept of the communication should be characterized by contextual and “ cross-talk” approach. There is a great need for more effective communication and skillful professionals in such countries.

cardiac surgical procedures; communications media; Croatia; death; medicine; renal dialysis

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